Natalia Velikova, Ph.D.
Phone: (806) 834-3589
Office: HS 604
Associate Professor- Restaurant, Hotel and Institutional Management
Associate Director - Texas Wine Marketing Research Institute
Dr. Natalia Velikova holds a joint appointment between and the Texas Wine Marketing Research Institute where she serves as the Associate Director, and the Department of Hospitality & Retail Management at Texas Tech University, where she works as the Associate Professor and teaches courses in wine marketing and wine tourism, as well as graduate level research methods courses. Dr. Velikova conducts research in the area of wine consumer behavior, wine marketing, and wine tourism. Dr. Velikova received several grants, including federal funding, to conduct research on various wine markets and wine consumption behavior that assist with the development of the US wine industry.